Value Strategy

Defining the Value Strategy for your brand is the most important decision you will make, as it will affect the lives of patients, and the overall contribution of the brand to the company. GalbraithWight’s world-class Value Strategy products and services help you develop the optimal path to maximise the value (e.g. NPV) of the asset or franchise by delivering greatest value to patients, healthcare professionals and Payers. We have embedded many of our processes in major Pharma companies to improve their planning and we have built capabilities for many thousands of senior managers from over 70 countries.

Services

An end-to-end integrated Strategic Market Access Plan in a box, specially designed and tailored for SME biotech companies who are in the clinic, with funding, and a forthcoming launch to plan for.

BIO-MAP Europe is designed for Biotech companies wanting to develop a plan for pricing and reimbursement in the highly complex European market, with over 40 countries each with their own unique process for pricing and reimbursement.

BIO-MAP Breakthrough is designed for Biotech companies with FDA Breakthrough, Fast Track, Accelerated Approval or Priority Review designation, who require a strategic market access roadmap for rapid launch in the USA.

Apollo LX: Launch Excellence Framework with Market Access Embedded

Apollo LX is the only Global Launch Excellence planning application with Market Access and Launch Planning expertise embedded in its platform. Apollo LX was developed from our unpraralleld experience of over 40 major launches worked on within GalbraithWight. Apollo LX is an easy-to-use web application that provides global visibility and control of brand launches across the enterprise. Specifically designed for pharmaceutical, biotech and medical device companies enabling successful product launches, the core of Apollo LX is GalbraithWight’s global launch planning insight and processes. Apollo LX provides launch strategy, communication, planning, tracking, user ease, clarity and control for ultimate launch success. Contact us to arrange a demonstration, or to find out more visit www.apollolx.com.

Market Access Capabilities Development Programs

Because we focus exclusively on market access, many Clients ask us to help them develop the Market Access capabilities of their teams, from foundation up to master level. Where required we help Clients develop a comprehensive Market Access Competency Framework on which to base their Training Needs Assessment (TNA). We build and deliver Market Access training programs, from single training workshops, to full in-house Market Access Academies with all supporting elements. We develop programs on the 70:20:10 principle (70% from doing, 20% from social interactions and 10% from formal learning) developing blended learning programs which address these requirements. We measure the impact of our programs using Kirkpatrick levels I-IV so that the return on training investment is highly visible.

Our trainers are our highly expert Consultant team who bring real-life experiences to the program delivery, making it challenging, inspiring and effective learning.

Marketing & Commercial Capabilities Development Programs

Because of our deep understanding of Market Access and our expertise in embedding Market Access within the commercial brand planning process, we design and deliver a wide range of Commercial and Marketing Excellence training programs for our Clients, often working with Clients over a period of several years, building and delivering a formal commercial capability curriculum tailored to our Clients business. We have trained many thousands of managers from over 70 contries.

We build and deliver Commercial capability training programs, from single training workshops, to full in-house Commercial Academies with all supporting elements. We develop programs on the 70:20:10 principle (70% from doing, 20% from social interactions and 10% from formal learning) developing blended learning programs which address these requirements. We measure the impact of our programs using Kirkpatrick levels I-IV so that the return on training investment is highly visible.

Our trainers are our highly expert Consultant team who bring real-life experiences to the program delivery, making it challenging, inspiring and effective learning.

Market Access Planning Framework

Our Market Access Planning Framework, based on over 20 years’ experience, helps Clients achieve best-in-class Market Access planning with a clear description of the what, when, how and who. Our Market Access Framework covers the five key domains for Market Access Planning; Value Strategy, Value Evidence Identification, Value Evidence Generation, Value Communication and Value Confirmation. These 5 Market Access Planning Domains are mapped to the key development and commercial milestones from Phase I to LOE. Our framework can be used at global, regional and/or local level. The deliverable is a comprehensive, robust, proven Market Access Planning Framework tailored to your business and your assets. We help Clients embed the framework through a comprehensive User Guide, and user Training Workshops so the Client team know how to make the most of it in their planning.

Market Access Strategy

In a changing healthcare environment, only by understanding the needs of all Stakeholders involved in the pricing, reimbursement, funding and eventual adoption of your brand will you be able to develop a robust Market Access strategy that genuinely improves your chances of success. We help our Clients bring their innovative healthcare solutions to the patients that need them by reducing the risk and maximizing the probability of success of your brand with a Market Access strategy that is designed to deliver.

Target Reimbursable Product Profile (TRiPP)

While some companies develop bland TPPs, through our proven proprietary process we will help you develop a detailed Target Reimbursable Product Profile (TRiPP); based on the critical value drivers that Payers care about, with the level of benefit required to achieve reimbursement, and the evidence required to prove it. The TRiPP is a key tool which can help you drive and focus your clinical and HEOR evidence development which defines in clear terms the target profile which ensures the brand achieves the maximum possible commercial success, and return on investment for the company, by focussing on the most important elements for development. The TRiPP is indication specific, as different indications have different requirements in outcome data from a pricing and reimbursement perspective, with different competitors, and different SOC.

Pricing Strategy & Pricing Research

Based on over 20 years’ experience we conduct extensive pricing market research, both to determine optimum pricing, and in developing creative new ways to bring that price to the market such as innovative pricing methods such as licencing. Our innovative work on pricing was recognised in the Wall Street Journal.

“Colin Wight, CEO of GalbraithWight, which advises drugmakers on pricing strategies, says many of the value-based contracts amount to a “fancy way of rebating.” He thinks drugmakers should go further and consider payment models used in other industries, like software licenses. In that model, an insurer could pay a set monthly fee to a drugmaker for as long as a patient benefits from it, he said”

Peter Loftus, Reporter, Medicines & Vaccines, The Wall Street Journal

Patient Flow, Patient Journey & Funds Flow Research & Models

Understanding the Patient Flow through the healthcare system, and identifying each key decision point along this Patient Journey is critical to understanding the potential intervention points in this patient journey, the patient metrics at each point, and the consequences of modifying this journey through new healthcare interventions. Funds Flow analysis captures how each intervention is funded, and the DRGs involved, to gain insights into the financial consequences of any intervention. Our expert local partners in each country work with us to conduct in-depth insights analysis on which to base robust recommendations for forecasts and actions.

Payer Expert Strategic Advisory Boards

We have delivered a wide range of Advisory Board projects for over 20 years including one-off advisory boards and standing strategic advisory boards. While many people conduct advisory broads and expert panels, we are painstaking in who we involve in the panel, as the decisions being made on these inputs will affect the lives of many patients and affect the success of your brands. So we are very thorough in the selection and briefing process of these experts, and about the ‘who’ when delivering any advisory board projects so we make sure we really do have the right people in the ‘room’ (virtual or face to face). We are equally painstaking over the objectives, documentation, discussion guide and outputs, given the significant investment involved, Members of our senior level team facilitate ad board meetings to ensure the objectives are achieved, and more. We also provide very comprehensive reports which clearly define strategic recommendations for the team and next steps.

Segmentation, Targeting & Positioning

Segmentation, Targeting & Positioning (STP) are at the heart of good planning, whether in Commercial or Market Access. From in-depth Patient Flow analysis we can identify specific patient segments, and use evaluation criteria to target the most appropriate patients segments. STP can also be used effectively to segment different Payer customers, based on beliefs and behaviors rather than crude mechanisms such as job title. We have helped a wide range of Clients use STP effectively to help them identify where they should be focussing their efforts to bring maximum benefit.

Indication Sequencing

Many assets have more than one indication, and so deciding the best order to develop and commercialize each of those indications is vitally important in delivering the true value of the brand. Indication sequencing needs to be done very early in the life of the asset, so that there is enough time to have a real impact on the development plans, which means no later than Phase I or very early Phase IIa. Indication sequencing helps our Clients define the optimal development strategy for their assets, to bring innovations to those patients who need them most while delivering the greatest shareholder return.

European Launch Sequencing

Europe is highly complex, with over 40 countries, and over 70 different HTA agencies at both national and regional level. On top of this, many countries in Europe use external or international reference pricing (ERP/IRP) to determine the acceptable price level for individual brands in their country. This has many implications, as there are also a wide range of currencies in Europe which fluctuate relative to each other. Therefore, the order in which you commercialize in European countries can significantly impact your overall net price in Europe, and so the overall net present value (NPV) for your brand. Our European launch sequencing model helps our Clients make the best decisions which enable rapid access for patients, while ensuring an appropriate level of return for the company.

Competitor Simulation Workshops

Understanding your competitors’ strategies, and how they are likely to behave can be vital to building a robust plan which anticipates, defends against and mitigates these competitive strategies and tactics. GalbraithWight has developed a highly effective, workshop-based competitor simulation process, which identifies likely competitor strategies and behaviour through planning from your competitors’ perspective, and then helps you develop a much more robust plan in the light of this new knowledge. The deliverables include a highly interactive, motivational and engaging workshop for your cross-functional teams, a final report with actionable recommendations to improve your plan from a competitive standpoint, and a much more robust plan which can not only withstand competitor threats, but thrive on proactive measures which limit your competitors’ strategies.

Market Access Case Studies

We develop many Market Access case studies, both as part of Consulting projects where we are exploring analogues, and in our capability training. By exploring real-life case studies we can focus on the key learnings of what worked, what didn’t, why, and how to use these learnings for your situation. These cases can be used in brand workshops, training or Leadership meetings and can be tailored according to client needs. Case studies undertaken include: Alimtra, Spiriva HandiHaler, Avastin, Herceptin, Yervoy, Plavix, Mabthera, Orencia, Zytiga, Zetia, Abilify, Jevtana, Byetta, Sutent, Ebixa, Ibrance, Yervoy, Tecfidera, Trimbo, Sequirus, Blincyto and Entresto.

Pipeline Asset Market Access Value Assessment

Managing a diverse asset portfolio in the pipeline can be challenging, with each potential candidate demanding investment. Making the right investment decisions across the pipeline is important as resources are finite. GalbraithWight has developed a robust process to assess the value of pipeline candidates from a Commercial and Market Access perspective, to help you make the right investment decisions. Our proprietary process not only helps you identify the priorities for investment, but also provides specific direction for that investment in order to improve or maximize the value of each asset, so it stands the best chance of Market Access and Commercial success.

Business Development – Licensing Candidate Market Access Evaluation

Making the right decision about potential licensing candidates is a tough job, often needing to be done in a very short time in a competitive situation. Based on our comprehensive Market Access Planning Framework and extensive experience in Market Access we can help Clients make better-informed decisions about the value of potential licensing candidates, from a Market Access perspective. We can provide a detailed description of Market Access requirements missing from the existing development plan, and what work may need to be done, which may have an impact on the valuation of the asset. We understand the need for both speed and accuracy in these settings, and our highly experienced team will help you make the best decisions.

Why Partner with GalbraithWight

Experts in value strategy based on in-depth customer insights, creating value through clinical and HEOR evidence, achieving successful pricing, reimbursement and funding approval, brand launch and commercialisation, from discovery to loss of exclusivity.

Unparalleled expertise in building market access and commercial capabilities from foundation to expert level for global, regional and country teams, training thousands of managers from over 70 countries across 5 continents.

Highly expert team with extensive senior level strategic and operational international experience in major Pharma companies, who know and understand how to embed & operationalise our solutions in complex organisations and cross-functional teams, delivered on the ground throughout North and South America, Europe, Asia, Middle East and Africa.

What Our Clients Say

The training days were dynamic, energetic and fun to be a part of, and most of all productive in increasing our capability in this area.